While you were busy reveling and ringing in the new year, Rolex was discretely changing its price tags. Most watches now cost a modest 3-6% more than previously, according to the USD prices listed on the Rolex website. For most models, this means several hundred dollars more.
If, for instance, you wanted a 2019 GMT Master II “Batman” — and you were somehow special enough to be able to get one at retail price — you would have saved $450 by having bought it in December. (It’s normal for brands to increase prices over time, and no one needs to panic. But we’re all about ruining your Wednesday mornings, so there ya go.)
The jump in MSRP may feel slightly ironic to many since you typically can’t even buy steel Rolex sport watches at retail, anyway. Buyers have to get on long waiting lists (the requisite for which is typically that one has previously purchased — wait for it — other Rolexes), and the watches often trade above MSRP on the secondary market almost immediately following their release.
By all means, don’t hate the player — hate the game. Rolex isn’t in the business of making inexpensive watches to begin with, and you can’t exactly blame ’em for hiking prices. That said, here’s some examples of how purchasing popular Rolex models will hurt your wallet even more in 2020:
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